How to get people from intention to donation
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Session from International Fundraising Congress 2015 (#IFC2015). We are leaving so much money on the table, by not making it easy enough to give. We leave the hard work on the donor - rather than making the investments and doing it ourselves. In this session, techiques and tools to start fixing our problems were delivered. How to design a good donation form. How to get a good web site strategy. How to use behavioral economics to ethically and in a good way influence your design in a way that influences the way your donors behave.
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How to get people from intention to donation
- 1. 💰 From good intentions, to more web donations © Beate Sørum 2015 #IFC2015 - @BeateSorum
- 3. ..said no donor, ever. «I have decided to give, and I will do so even if this form is incomprehensible and it takes me all afternoon»
- 7. ♥ Giving is an emotional decision - not a rational one.
- 10. giving threshold leaving threshold Thanks to Mo Syed for this handy diagram! 🚫
- 11. giving threshold leaving threshold Thanks to Mo Syed for this handy diagram! 🚫
- 12. giving threshold leaving threshold emotional story Thanks to Mo Syed for this handy diagram! 🚫
- 13. giving threshold leaving threshold emotional story form hard to find ⬇ Thanks to Mo Syed for this handy diagram! 🚫
- 14. giving threshold leaving threshold emotional story form hard to find ⬇ found it! ⬆ Thanks to Mo Syed for this handy diagram! 🚫
- 15. giving threshold leaving threshold emotional story form hard to find ⬇ found it! ⬆ «why do they want my phone number..?» ⬇ Thanks to Mo Syed for this handy diagram! 🚫
- 16. giving threshold leaving threshold emotional story form hard to find ⬇ found it! ⬆ «why do they want my phone number..?» ⬇ «what’s address line 2 ?!?» ⬇ Thanks to Mo Syed for this handy diagram! 🚫
- 17. transaction cost: • attention • clicks • actions what are donors willing to «pay»?
- 20. Charity A Charity B
- 21. Charity A Charity B
- 22. Charity A Charity B 8 %
- 23. Charity A Charity B ␡ 8 %
- 24. Charity A Charity B ␡ 8 % 2,5 %
- 25. Charity A Charity B ␡ 8 % 2,5 % - €36.000
- 26. If they are thinking about your form, they are not thinking about giving.
- 27. ♥ Giving is an emotional decision - not a rational one.
- 28. - Luke Wroblewski «The best forms are invisible» «Web form design «(2008 p.2)
- 29. lazy bastard ⬈
- 30. First name Last name Adress Zip code City Cancel OK Looks good, right?
- 31. Cancel OK First name Last name Adress Zip code City
- 32. Cancel OK First name Last name Adress Zip code adapt field lengths City
- 33. Cancel OK First name Last name Adress Zip code City
- 34. Cancel OK First name Last name Adress Zip code City group fields
- 35. Cancel OK First name Last name Adress Zip code City buttons clearly state what they do
- 36. Delete Donate First name Last name Adress Zip code City buttons clearly state what they do
- 37. DonateDelete First name Last name Adress Zip code City
- 38. DonateDelete First name Last name Adress Zip code City clear first choice
- 39. Donate Let me throw away all the work I just did First name Last name Adress Zip code City
- 40. Donate Let me throw away all the work I just did First name Last name Adress Zip code City remove things that hurt more than help
- 41. Donate First name Last name Adress Zip code City
- 42. Donate First name Last name Adress Zip code City remove things that hurt more than help
- 43. Donate First name Last name Adress Zip code City
- 44. Donate First name Last name Adress Zip code City right-align for easy reading and scanning
- 45. First name Last name Adress Zip code City Donate
- 46. First name Last name Adress Zip code City Donate top-align for mobile
- 47. clearly state what went wrong & how to fix A zip code has 5 digits First name Last name Adress Zip code There is an error. Please correct the highlighted field below.! ! City Donate
- 48. This is a videoslide. Link to video, «google analytics in real life»: https://www.youtube.com/watch?v=3Sk7cOqB9Dk
- 49. This is a videoslide. Link to video, «google analytics in real life»: https://www.youtube.com/watch?v=3Sk7cOqB9Dk
- 50. THE DATABASE IS NOTin charge!
- 52. «Address line 1» «Address line 2»
- 53. Just because your database has a field for it, does mean you have to ask for it. not
- 54. Every extra field in your form hurts your donations.
- 56. http://bit.ly/ContactFormConversion From 11 to 4 fields Submissions up 140%
- 57. WHAT’S THE LEAST YOU CAN GET AWAY WITH? *google translated form. Please don’t blame me for bad grammar.
- 58. WHEN DO YOU NEED MORE?
- 59. as a conversation think of your forms
- 61. 💬 • Questions that belong • Understandable questions • Explain why you’re asking • Ask follow-up questions when the task is done. A conversation:
- 62. MATTER forms
- 63. Photo: Flickr-user renemensen CC-BY donate
- 66. «help out»-menu Become a member Webshop Donate withdrawn coins
- 67. we have to guide our users. ☛
- 68. WHY DO WE HAVE A WEBSITE?
- 69. 1. Fewer people should get cancer 2. More of those who do, should survive 3. Those who have to live with cancer should have a better life business goals
- 70. 1. A better life for patients and next of kin. 2. Increase knowledge of cancer and prevention. 3. More people using our programs 4. Improve the Cancer Society’s position and reputation web page goals
- 72. - Cancer treatments - Symptoms - Preventing cancer - Cancer forms - Latest research - Choosing a hospital THESE 6 HAD 25% OF THE VOTES *Norwegian Cancer Society, Customer CareWords survey.
- 74. - … - … - … - … - … - … - … - … - … - … - … - give money!
- 75. :C
- 76. HOME PAGE
- 77. HOME PAGE
- 78. HOME PAGE
- 79. HOME PAGE
- 80. HOME PAGE
- 84. Googled lung cancer ?
- 85. Googled lung cancer Talk to someone on the help line
- 87. Facebook, research Would you like to support the ongoing research?
- 88. research project core page path forward business goal: inform about research user need: read latest research
- 89. research project core page make a donation path forward business goal: inform about research user need: read latest research
- 90. right CONTEXT + short PATH to completion action=
- 93. 2006 2007 2008 2009 2010 2011 2012 2013 2014 cancer line conversations average + 40% + 58%
- 97. <form method="post" action="/donate/" onsubmit="javascript:return WebForm_OnSubmit();" id="aspnetForm"> <div> <input type="hidden" name="__WPPS" id="__WPPS" value="s" /> <input type="hidden" name="__EVENTTARGET" id="__EVENTTARGET" value="" /> <input type="hidden" name="__EVENTARGUMENT" id="__EVENTARGUMENT" value="" /> <input type="hidden" name="__VIEWSTATE" id="__VIEWSTATE" value="/
- 101. google did this
- 102. PRIORITIES make
- 103. Donate!Member! Regular gift! Instagram!Facebook! Twitter! Volunteer!Legacy! Sponsor! Give stuff!Fundraise! Holiday cards! App!Webshop! Newsletter!
- 104. Member! Regular gift! Instagram!Facebook! Twitter! Volunteer!Legacy! Sponsor! Give stuff!Fundraise! Holiday cards! App!Webshop! Newsletter! Donate!
- 106. «what are others giving..?»
- 107. humans rely too much on the first piece of information
- 108. humans rely too much on the first piece of information ANCHORING BIAS
- 111. 120 19 5
- 112. 5 19 120 120 19 5
- 113. £ what amounts you put first really matters ▾ £ ▾
- 114. £ what amounts you put first really matters 50 ▾ £ ▾
- 115. £ what amounts you put first really matters 50 25 15 5 ▾ £ ▾
- 116. £ what amounts you put first really matters 50 25 15 5 ▾ £ 5 ▾
- 117. £ what amounts you put first really matters 50 25 15 5 ▾ £ 5 15 25 50 ▾
- 118. vs £ 50 25 15 5 ▾ £ 50 £ 25 £ 15 £ 5
- 119. vs £ 50 25 15 5 ▾ £ 5 £ 15 £ 25 £ 50
- 120. NUDGE
- 121. annual value of regular donors* *signed up online
- 122. 2011 2012 2013 2014 annual value of regular donors* *signed up online
- 123. 2011 2012 2013 2014 annual value of regular donors* *signed up online LAUNCH
- 124. 2011 2012 2013 2014 annual value of regular donors* *signed up online LAUNCH
- 125. 2011 2012 2013 2014 annual value of regular donors* *signed up online LAUNCH
- 126. 2011 2012 2013 2014 annual value of regular donors* *signed up online LAUNCH 847 %
- 127. 2011 2012 2013 2014 annual value of regular donors* *signed up online LAUNCH 847 % 9x increase
- 128. «do you live with anyone else who wants to be a member? It is only €8 extra»
- 129. ca. 30% «do you live with anyone else who wants to be a member? It is only €8 extra»
- 130. be MOBILE- friendly
- 135. * conversion rates recruiting members from facebook
- 136. 10% * conversion rates recruiting members from facebook
- 137. 10% 5,2% * conversion rates recruiting members from facebook
- 138. 10% 5,2% 6,8% * conversion rates recruiting members from facebook
- 139. recruiting members from facebook * conversion rates
- 140. recruiting members from facebook 49 * conversion rates
- 141. recruiting members from facebook 49 69 * conversion rates
- 142. recruiting members from facebook 49 69 170 * conversion rates
- 143. CONTEXT is more important than GADGET
- 144. More donations: • Design (and code) your forms right • Fewer fields are better • Context is king • Nudge • Tell your users what you need • Be device agnostic